4 types of engagement

19/09/2011

Broadly speaking, consumer engagement breaks down into four key areas:

• Media Engagement;
• Ad Engagement;
• Engagement Marketing;
• Brand Engagement.

Media Engagement provides a context that can help to create consumer engagement. It simply means that the relative preference of one type of media over the other sets a platform. This then engages a consumer with a particular set of media.

Ad Engagement is where the consumer relates to the ad and receives a personalised meaning out of it. Once this bond has been established, a stimulus must be provided to the ad to give it personal relevance. This is done through Engagement Marketing which reactivates associations and symbols in the consumer’s mind. This takes place when the consumer is ready to move from the emotional, subconscious form of engagement to an active conscious form.

Engagement Marketing is an approach that plans a sequence of activities to draw the consumer through the purchasing process. For example this could be running an ad that drives the consumer to a website where they sign up for email that directs them to a PURL or personalised URL that delivers additional information over time until the consumer buys.

Brand Engagement ensures sustainability and loyalty towards the brand. This happens when the messages and experiences blend into a combination which creates a strong association and even bond with the brand, and not just the communication channel.

Want to know how to use these four types of consumer engagement? Contact Karen Randall now on 0115 950 0510 or download our FREE Top 20 Tips to Consumer Engagement.